As ITSMA and TechTarget report that 66% of ABM programs underperform, Kristina Jaramillo (President of Personal ABM) and Eric Gruber (CEO of Personal ABM) talk to sales and marketing leaders about what's working, what's not working, and how ABM needs to evolve. Along with account-based sales and marketing insights from Kristina and Eric, you will learn from leadership at Challenger, Demandbase, Okta, Uniphore, Alyce, Highspot, Gong, Critical Start, Longbow Advantage, Proof Analytics, Narrative Science, and many others. Come back each week for new content as we try to share new podcasts each Monday or Tuesday. This podcast is hosted by Personal ABM. You can learn more by going to PersonalABM.com
Liz Ronco From Madison Logic on Why GTM Teams Do Not See Maximum Returns From Their ABM Tech Investment
As ABM has become synonymous with ABM tech, many GTM teams are not seeing maximum returns from their ABM tech investment as they continue to struggle to move high-value accounts to revenue. Many GTM teams are seeing accounts go dark and we've been seeing reports of 10%+ drops in enterprise deals (the ones that ABM should be focused on!)
In this podcast, Liz Ronco from Madison Logic joins Personal ABM CEO (Eric Gruber)( to discuss why ABM tech clients are failing to get the greatest returns from their ABM tech investments as pipeline accounts go dark. They cover:
How teams are ineffectively identifying and prioritizing the right accountsWhy teams struggle with engaging VPs and the C-suite, which is what's needed to drive stage progression. How teams are failing to get customer-centric and how they are not using data and account intelligence to guide content, messaging, and interactions. The need to go beyond personalization and become personal and how we should come to each interaction with a point of view about the prospects' businesses.How teams are failing to optimize for velocity, increased ACV, and stronger ARR, GRR, and NRR as they are looking to ABM to fix the pipeline vs. fixing the experiences teams are delivering across the buyers' journey and customer lifecycle.
Building a Demand Gen and ABM Powerhouse Featuring Deanna Shimota
Despite marketers saying that spray and pray is dead, it is alive and kicking -- just in a different form as it's more targeted. Teams are still spraying messages and content out to their ICP hoping that it sticks instead of aligning with future and existing customers. There is no differentiation between a targeted demand gen motion and an ABM motion.
Deanna Shimota joins Kristina Jaramillo and Eric Gruber on this ABM Done Right Podcast to discuss:
The difference between ABM and demand gen
How the two functions should support each other
How to build a strong demand gen powerhouse that builds a pipeline of strong tier 1 accounts that ABM should move to revenue faster at a higher ACV
How an ITSM firm used ABM to accelerate accounts to revenue
Mandy Cole from Stage 2 Capital on How to Remove Sales Execution Risk to Win and Expand Tier 1 Accounts
In this ABM Done Right Podcast, Mandy Cole (Partner at Stage 2 Capital) joins Kristina Jaramillo and Eric Gruber to discuss:
1. How the economy is not the main reason for why companies are seeing 10%+ drops in enterprise deals -- but instead is that GTM teams are not limiting sales execution risk. The economy is only magnifying the issues that exist across the buyer's journey and customer lifecycle and showing the cracks that teams ignore when companies are in growth mode and buying.
2. Where misalignments are occurring and how sales and customer success teams are not having the right interactions and delivering the right experiences to high-value accounts.
3. How the traditional 1: few and 1: many outbound approach and a company's desire to scale is adding sales execution risk.
4. Why GTM teams are adding sales execution risk by how they are selecting key accounts to prospect, nurture and close.
Plus, much more...
A Conversation with Matt Dixon - Author of the Challenger Sale, The Challenger Customer and The Jolt Effect
Matt Dixon (Wall Street Journal bestselling co-author of The Challenger Sale, The Effortless Experience, The Challenger Customer and The JOLT Effect, a frequent contributor to Harvard Business Review and Founding Partner at DCM Insights) recently joined Kristina Jaramillo and Eric Gruber on the ABM Done Right Podcast.
During this podcast, you will learn why ABM and the Challenger Sale go hand-in-hand, why accounts go dark and how GTM teams can win against the status quo -- and indecisiveness.
It's Not Just the Customer Success Team's Fault That Key Accounts Are Churning
Gallup studies show that 82% of B2B customers are indifferent, disengaged or actively looking to replace a vendor. Yet, many companies still put a greater emphasis on building a pipeline vs. protecting and expanding key accounts.
In this podcast, customer success expert, Kristi Faltorusso, joined Kristina Jaramillo to discuss the state of customer success and how account retention and expansion is an organization-wide issue.
Driving Stronger ARR, GRR and NRR Growth with ABM and Revenue Enablement
As many teams struggle with driving stage progression (accounts going dark), increasing win rates and ACV (many companies are reporting 10% drops in enterprise deals), protecting and expanding key accounts (82% of b2b buyers are indifferent, disengaged or actively looking to replace a vendor), we asked Steve Richard (SVP of Revenue Enablement at MediaFly) to join us on the ABM Done Right Podcast to discuss:
Know your number and what it takes to get there.
In many cases, ABM is being implemented without the teams taking a good look at the business -- and seeing where there are gaps and where do we need to change interactions/experiences/motions so we can get to the number that leadership wants. You'll learn what teams need to look for to see what we need to fix and prepare sellers for.
Why sales enablement is not enough.
You'll see the gaps in most sales enablement programs, how revenue enablement differs from sales enablement and how we need revenue enablement and account-based enablement to drive ARR, GRR, and NRR. We also talk about what revenue enablement and what account-based enablement should look like.
The key areas where sellers need help.
We discuss key challenges that sellers and customer success teams have with multithreading, influencing internal conversations, driving stage progression, and getting larger ACV. You'll see how you can enable teams to accelerate high-value tier 1 accounts to revenue at a higher deal size.
Driving GRR and NRR
We discuss how most customer success teams are managing accounts vs. being in protection/expansion selling conversations. We talk about the challenges that customer success teams have -- and where the gaps lie in their conversations/interactions that have them losing the interest of the C-suite and VPs after the close. We also discuss ABM for customer marketing and how teams go onto customer calls thinking they'll be able to upsell/cross-sell, and the conversation quickly turns to saving the account for renewal and why this is happening.